Ever since I was a child, I have been fascinated by advertising, marketing and brand logos.
I distinctly remember often enjoying TV commercials and magazine ads more than the actual shows and articles. This near-obsession with brand logos and marketing has been beneficial to my businesses and investing projects over the years.
The main takeaway from my experience has been these three observations about the most successful brands:
I use this information whenever I am evaluating a potential investment in the consumer space. Simply asking yourself whether a company has an iconic brand can help differentiate short-lived fads from brands that can stand the test of time.
One logo has created such a powerful image that it might the most representative of these three characteristics of any brand in history. This logo is so iconic, its hard-core fans actually tattoo the image onto their bodies. I don’t think The Coca-Cola Company (NYSE:KO) or Ford Motor Company (NYSE:F) tattoos are too common.
This company’s powerful logo signifies freedom, individuality, fearlessness, fun and power. Although it’s far from the biggest company around, I consider this timeless logo one of the most iconic ever. Not to mention, the company is setting up to make a great investment.
If you haven’t guessed, this iconic brand is Harley-Davidson, Inc. (NYSE:HOG). Wherever motorcycles and enthusiasts are found, Harley-Davidson, Inc. (NYSE:HOG)’s iconic logo is prevalent. It’s on everything from boots and jackets to pickup trucks and motorcycles.
|Wherever motorcycles and enthusiasts are found, Harley’s iconic logo is prevalent.|
Founded in 1903 and based in Milwaukee, Harley-Davidson, Inc. (NYSE:HOG) makes cruising and touring-type motorcycles and operates a financing division that provides insurance and financing to its dealers and customers.
Harley-Davidson, Inc. (NYSE:HOG) recently announced higher second-quarter profits with an increase to just under $272 million from slightly more than $247 million. This represents $1.21 per share, beating the consensus estimate of $1.18.
Sales rose 3.4%, to nearly $1.8 billion, and operating margin also increased to 21.9% from 19.7% during the same period last year. These increases are a direct result of the company’s four-year plan to lower manufacturing costs by union deals and a variety of other changes in the way it builds its motorcycles.
Harley-Davidson, Inc. (NYSE:HOG)’s saverage rider is no longer the young rebel of yesteryear. The company sells products at steep prices to upper- and middle-class consumers with an average age of 47.